OOHhttp://www.adweek.com/taxonomy/term/19634/all
enWhy Samsung Turned a Russian Building Into a Massive Digital Billboardhttp://www.adweek.com/news/technology/samsung-turns-russian-building-massive-digital-billboard-171651
Lauren Johnson<img src="http://www.adweek.com/files/imagecache/node-detail/2016_May/samsung-europe-signage-hed-2016.png"> <p>
Samsung makes big smartphones and now has a clever way to advertise just how big they are in Europe.</p>
<p>
This week, the brand installed a massive 80-by-40 meter digital billboard onto the side of a building that runs alongside the Volokolamsk highway in Sokol, Russia that plays up the size of the Galaxy S7 Edge phone, which has a 5.5-inch screen and weighs roughly 5.54 ounces. To compare, Apple&#39;s iPhone 6S has a 4.7-inch screen and clocks in at 5.04 ounces.</p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/LAvV0jisjuM" width="652"></iframe></p>
<p>
The building-sized billboard is positioned in a spot that Samsung claims gets seen by 800,000 people every day and can be seen as far away as 2.2 kilometers (or about 1.3 miles) away. A rep for Samsung Russia said the brand worked with Starcom MediaVest to secure the media placement on the biggest &quot;media fa&ccedil;ade&quot; in Europe.</p>
<p>
It&#39;s not the first time that Samsung&#39;s gone big on out-of-home advertising. Last year, the brand worked with Leo Burnett Argentina to design a truck with wireless cameras and outdoor monitors around it to help truckers better keep tabs on other vehicles on the road. <a href="http://www.adweek.com/news/advertising-branding/samsungs-life-saving-truck-screens-take-top-honors-adweeks-isaac-awards-167037" target="_blank">&quot;Safety Truck&quot;</a> also nabbed Samsung Adweek&#39;s Gravity Award, the top award in the Project Isaac Awards.</p>
<p>
<img alt="" src="http://www.adweek.com/files/2016_May/samsung.png" style="width: 652px; height: 429px;" /></p>
Advertising & BrandingTechnologydigital OOHOOHout-of-homeSamsungSamsung RussiaTue, 24 May 2016 18:46:00 +0000171651 at http://www.adweek.comInfographic: How Tech-Savvy Shoppers Spend Their Time Onlinehttp://www.adweek.com/news/advertising-branding/infographic-how-tech-savvy-shoppers-spend-their-time-online-171583
Carrie Cummings<img src="http://www.adweek.com/files/imagecache/node-detail/2016_May/tech-savvy-spenders-hed-2016.png"> <p>
Each year, Dentsu&#39;s out-of-home agency Posterscope conducts its Outdoor Consumer Study that zeroes in on a range of sought-after demographics. Tech-savvy consumers&mdash;people who describe themselves as such, love to buy tech gadgets and also give tech-related advice&mdash;are among the most coveted.</p>
<p>
The OCS study was able to target these consumers to gain information about their online habits and behaviors.</p>
<p>
&quot;At a time when the omni-connected, tech-savvy consumers are bombarded with constant advertisements, OCS provides the necessary data for selecting out of home in places where our clients can engage their audiences,&quot; said Posterscope USA svp, director of insights Clare-Marie Panno. Best of all, these consumers are ready and willing to shell out cash.</p>
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&nbsp;&nbsp;&nbsp;&nbsp;<img src="http://www.adweek.com/files/2016_May/tech-savvy-ipad.png" /> &nbsp;&nbsp;&nbsp;&nbsp;
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&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<span class="meta-credit"> Carlos Monteiro</span></p>
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<img src="http://www.adweek.com/files/2016_May/zuckerberg-power100-cover-footer.png" /></div>
<br />
<p>
<em>This story first appeared in the May 23, 2016 issue of Adweek magazine.<br />
<a href="/subscribe-appeared" target="_blank">Click here to subscribe.</a></em></p>
Advertising & BrandingInteractiveData PointsDentsu AegisecommerceMagazine Contentonline shoppingOOHOut Of HomePosterscopeprint contentAgencyMon, 23 May 2016 02:08:20 +0000171583 at http://www.adweek.comLife-Sized Action Figures Are Popping Up Around the World to Promote Overwatchhttp://www.adweek.com/news/advertising-branding/life-sized-action-figures-are-popping-around-world-promote-overwatch-171622
David Griner<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/overwatch-action-figures-hed-2016.png"> <p>
Sometimes, a big video game launch requires something suitably big to promote it.</p>
<p>
To mark the launch of its long-awaited new title, Overwatch, Blizzard Entertainment has partnered with Droga5 to create three life-sized action figures (mint condition in box, with all accessories) from the game and placed them around the planet.</p>
<p>
Unfortunately for fans, it&#39;s not clear whether Blizzard will actually create collectible toys for the game, so these designs might have been created solely for today&#39;s promotion.&nbsp;</p>
<p>
The first attention-grabbing installation was revealed in Hollywood, where a large version of the Tracer character is currently on display on Hollywood Boulevard. A second character, Genji, is now standing outside Paris&#39; Centre Pompidou, and a third is scheduled to appear in Busan, South Korea.</p>
<p>
All three were tied to the cities&#39; launch events for the game, a team-based shooter for Xbox One, PlayStation 4 and PC. Check out some of the images from L.A. and Paris below:</p>
<blockquote class="twitter-tweet" data-lang="en">
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<a href="https://t.co/XC6uqfl4Q1">pic.twitter.com/XC6uqfl4Q1</a></p>
&mdash; Overwatch (@PlayOverwatch) <a href="https://twitter.com/PlayOverwatch/status/733327679739453440">May 19, 2016</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" data-lang="en">
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Wow! <a href="https://t.co/P5DlxObwOJ">pic.twitter.com/P5DlxObwOJ</a></p>
&mdash; Bluejacket (@the_bluejacket) <a href="https://twitter.com/the_bluejacket/status/733679058739830784">May 20, 2016</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" data-lang="en">
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Tracer for <a href="https://twitter.com/hashtag/OverWatch?src=hash">#OverWatch</a> out here in Hollywood! <a href="https://t.co/3dRxU9rpLH">pic.twitter.com/3dRxU9rpLH</a></p>
&mdash; Crewham (@CrewhamFam) <a href="https://twitter.com/CrewhamFam/status/733699008829366277">May 20, 2016</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" data-lang="en">
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More shots of the Tracer Statue in Hollywood. <a href="https://twitter.com/hashtag/Overwatch?src=hash">#Overwatch</a> <a href="https://t.co/BXdZYh7vxp">pic.twitter.com/BXdZYh7vxp</a></p>
&mdash; Crewham (@CrewhamFam) <a href="https://twitter.com/CrewhamFam/status/733700075583475712">May 20, 2016</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" data-lang="en">
<p dir="ltr" lang="fr">
Une superbe statue de Genji d&eacute;ploy&eacute;e au pied du Centre Beaubourg &agrave; Paris ! <a href="https://twitter.com/hashtag/Overwatch?src=hash">#Overwatch</a> <a href="https://t.co/iMT3OpgboV">pic.twitter.com/iMT3OpgboV</a></p>
&mdash; Mamytwink (@mamytwink) <a href="https://twitter.com/mamytwink/status/733698073889755141">May 20, 2016</a></blockquote>
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<p dir="ltr" lang="en">
Nice Genji statue <a href="https://twitter.com/PlayOverwatch">@PlayOverwatch</a> in Paris <a href="https://twitter.com/hashtag/Overwatch?src=hash">#Overwatch</a> <a href="https://t.co/j572l54nRL">pic.twitter.com/j572l54nRL</a></p>
&mdash; ICBreaker (@ICBreaker) <a href="https://twitter.com/ICBreaker/status/733707011909652480">May 20, 2016</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script>Advertising & BrandingactivationsFranceHollywoodOOHOut of HomeParisSouth KoreaVideo GamesFri, 20 May 2016 17:52:30 +0000171622 at http://www.adweek.comToday's Secret to Viral Marketing? One Clever Real-World Ideahttp://www.adweek.com/news/technology/todays-secret-viral-marketing-one-clever-real-world-idea-166377
Lauren Johnson<img src="http://www.adweek.com/files/imagecache/node-detail/2015_Aug/apotek-jetblue-darcy-hed-2015.png"> <p>
Want to create the next viral marketing smash online? Start by thinking outdoors and small.&nbsp;</p>
<p>
Over the past few years, some of the most interesting&mdash;and nationally recognized&mdash;marketing campaigns that swept across the Internet began with inexpensive, local media buys or stunts. If such a campaign takes off on social media, that modest investment gets your brand or cause in front of millions of eyeballs.</p>
<p>
&quot;What a few people experience live can be shared with millions when the outdoor idea works as an eye-opening or simply entertaining stunt,&quot; said Per Pedersen, Grey&#39;s deputy worldwide chief creative officer. &quot;That turns outdoor into something much bigger than a localized installation. It&#39;s the centerpiece of branded content and viral advertising&mdash;but only if the storytelling is great.&quot;</p>
<p>
With real-world ideas translating into viral hits <a href="http://www.adweek.com/advertising-branding/out-home" target="_blank">almost weekly,</a>&nbsp;we asked agency and branding experts for their tips on creating an out-of-home campaign that extends far beyond its starting point.</p>
<p>
<strong>1. Latch on to pop culture in surprising ways</strong></p>
<p>
Real-time marketing isn&#39;t just for Twitter. Some of the most interesting outdoor campaigns are pegged to pop culture.</p>
<p>
When PR firm Taylor Herring wanted to promote British broadcaster UKTV in 2013, it made a literal splash by installing a sculpture of <a href="http://www.adweek.com/adfreak/colin-firth-12-feet-tall-and-dripping-wet-britains-latest-giant-ad-star-151094" target="_blank">Colin Firth in a lake</a>. The scene was based on the actor&#39;s portrayal of Mr. Darcy in Pride and Prejudice, a role locals likely remembered well.</p>
<p>
Later that year, Taylor Herring set up a <a href="http://www.adweek.com/adfreak/giant-dragon-skull-washed-british-beach-ad-game-thrones-151224" target="_blank">massive dragon skull</a> on England&#39;s Charmouth Beach&mdash;famous for its dinosaur fossils&mdash;to plug HBO&#39;s Game of Thrones.</p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/cP5gQJ6xJfE" width="652"></iframe></p>
<p>
&quot;If it&#39;s something the media are already talking about, you can join the conversation, which is often easier than starting one,&quot; explained James Herring, managing partner at <a href="http://www.taylorherring.com/" target="_blank">Taylor Herring</a>.</p>
<p>
<strong>2. Get out of the major cities</strong></p>
<p>
The other common denominator of Herring&#39;s strange campaigns is that they&#39;re both in small cities, giving them a curiosity factor.</p>
<p>
Marketers typically turn to New York, Chicago and Los Angeles to get billboards in front of as many people as possible, but in the age of social media, small-scale installations can be just as effective.</p>
<p>
&quot;Force yourself to look beyond those clich&eacute;d locations,&quot; Herring said. &quot;Every city has three famous backdrops that are overused in campaigns. Creatives use these out of paranoia that their [idea] won&#39;t work without that all-too familiar skyline in the backdrop. It&#39;s not true.&quot;</p>
<p>
<strong>3. Don&#39;t be afraid to dupe people</strong></p>
<p>
The whole point of digitally geared outdoor campaigns is to get people talking, which sometimes means setting up hidden cameras that can be turned into social and video content later.</p>
<p>
&quot;If the OOH [ad] is capable of allowing the users to interact with it, then it makes for a great hidden-camera type of video or content that allows the brand to scale it with PR and paid social media amplification,&quot; said&nbsp;Eric Williamson, svp and director of digital and content strategy at Mullen Lowe.</p>
<p>
Linking up digital video with live stunts is a tactic the agency has used for clients like <a href="http://www.adweek.com/news/technology/check-out-how-jetblues-window-display-avatar-awesomely-duped-passersby-165296" target="_blank">JetBlue</a>.</p>
<p>
In the example below, JetBlue&#39;s &quot;Better Wingman&quot; stunt created an interactive display that was secretly customized to each user:</p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/NVDsMt1Ues8" width="652"></iframe></p>
<p>
<strong>4. Keep it simple</strong></p>
<p>
Sometimes a great one-liner is enough for an ad to take off online.<br />
<br />
Mendi Robinson, creative director at Lamar Advertising Company, pointed to its recent project with nonprofit 14x48 and Brooklyn-based artist Julia Weist as an example of how local outdoor campaigns spark national attention.</p>
<p>
<img alt="" src="http://www.adweek.com/files/2015_Aug/Parbunkells_opt.jpg" /></p>
<p>
Weist claims to be <a href="http://www.dnainfo.com/new-york/20150618/forest-hills/artist-posts-ancient-word-on-billboard-then-asks-that-nobody-else-uses-it" target="_blank">the only artist to use the word &quot;parbunkells&quot;</a>&nbsp;online. The term stems from the 17th century and means &quot;coming together through the binding of two ropes.&quot;</p>
<p>
Robinson said that the effort &quot;proved that even the smallest out-of-home campaign can spark interest and engagement, leading to an enormous amount of online and social chatter.&quot;</p>
<p>
<strong>5. Riskier brands are better</strong></p>
<p>
Outdoor campaigns are great at building one-off buzz, but there&#39;s also a risk that marketers won&#39;t be able to capture lightning in a bottle twice.&nbsp;</p>
<p>
With that in mind, it takes a risky brand to play in extreme, local advertising, said Sam Ewen, partner at experimental agency Guild.</p>
<p>
The payoff can be big, though. When TBWA\Media Art Lab and Apple decided to run smartphone-shot photos on billboards this year, some may have questioned the idea of slapping user-generated content on an outdoor ad. But the clever use of photography scored the team <a href="http://www.adweek.com/news/advertising-branding/apple-tbwa-take-outdoor-grand-prix-billboards-featuring-users-iphone-6-photos-165516" target="_blank">a Cannes Grand Prix</a> win this year.</p>
<p>
&quot;Ideas can be replicated, but it has to be the right idea,&quot; Ewen said. &quot;Most brands [don&#39;t have] iconic props nor a rabid fandom.&quot;</p>
Advertising & BrandingTechnologybillboard adscross channel marketingOOHOutdoorviral marketingTue, 18 Aug 2015 18:15:09 +0000166377 at http://www.adweek.comWhy an Out-of-Home Advertising CEO Is Bullish About Digitalhttp://www.adweek.com/news/advertising-branding/why-out-home-advertising-ceo-bullish-about-digital-164934
Lauren Johnson<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/scott-wells-01-2015.jpg"> <p>
<img alt="" src="/files/uploads/SPACER-652.gif" style="width: 10px; height: 1px;" /><br />
<u><strong>Specs</strong></u><br />
<strong>Current gig</strong> CEO, Clear Channel Outdoor Americas<br />
<strong>Previous gig</strong> Operating partner, Bain Capital<br />
<strong>Age </strong>46<br />
<br />
<strong>Why join Clear Channel now? </strong><br />
I&#39;m coming from the operational part of Bain Capital, so my job was to work with companies on change programs and innovation. I&#39;ve been affiliated with Clear Channel for a while and know the business quite well, and I was excited to get back into an operational role again. I look at the out-of-home business and there&#39;s a lot of opportunity&mdash;this is a great time as we look at penetration of digital in our business. We look at how we complement other media and are getting better at articulating that and better at making it clear to advertisers the impact that we&#39;re having on their campaigns.<br />
<br />
<strong>A lot has been made about traditional out-of-home budgets <a href="http://www.adweek.com/news/technology/next-three-years-brands-will-nearly-double-marketing-data-budgets-while-tripling-mobile-ad-spends-163019" target="_blank">moving toward digital</a>. What do you make of that? </strong><br />
We bring a scale that digital can&#39;t. As we continuously improve our measurement and the ability to articulate the impact that our assets have on campaigns, I&#39;m quite confident that we&#39;re going to see dollars continue to flow to out of home for digital as well as for our traditional assets.<br />
<br />
<strong>How do you compete among the likes of Facebook and Twitter?</strong><br />
Having been a buyer of digital media, I know the difficulty of rolling out a campaign at scale. You can&#39;t DVR around us&mdash;we are a present part of the landscape and with our digital elements, we have the ability to be very real time. The statistic on mobile device usage is 60 percent of it is consumed in the home, and we are out of home with the consumer. <a href="http://www.adweek.com/news/technology/why-tech-brands-are-suddenly-love-billboards-and-subway-ads-161408" target="_blank">We&#39;re highly complementary</a> to what people are doing.<br />
<br />
<strong>What does real-time marketing mean to you? </strong><br />
We can change our copy on all material&mdash;the most obvious example would be putting scores in a sporting venue. We&#39;re actually working on a campaign right now where the copy is going to change based on how heavy the traffic flow is.<br />
<br />
<strong>You&#39;ve also worked for Dell and AT&amp;T in the past. Will that brand experience play a role at Clear Channel? </strong><br />
A lot of what my career has been about is applying technology to solve business problems. When you think about out of home and where it is, in order to become a more agile medium, we&#39;re going to have to apply technology. That&#39;s a big part of what I&#39;m going to be focused on.<br />
<br />
<strong>What got you interested in advertising?</strong><br />
I started out selling for AT&amp;T. For Dell, I was working with the large business-to-business parts of the U.S. business. So, I have a great appreciation for the role that advertising plays in driving growth and how important it is to have your ads reach at the scale that you&#39;re looking for.</p>
Advertising & BrandingClear Channel Outdoorfirst moverMagazine ContentMoverOOHOut of Homeout-of-homereal-time marketingScott WellsTue, 26 May 2015 23:14:30 +0000164934 at http://www.adweek.comTimes Square Plus Facebook and WeChat Equals 54,000 Photo Submissions for HTChttp://www.adweek.com/news/advertising-branding/times-square-plus-facebook-and-wechat-equals-54000-photo-submissions-htc-155646
Christopher Heine<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/times-sq-hed-2014.jpg"> <p>
Brands don&#39;t typically allow campaign metrics to go public unless they&#39;ve exceeded expectations. With that in mind, HTC today says a just-wrapped 11-week campaign that mixed global social media with Times Square ads drew 54,000 photo submissions. The effort, pitched in the United States, the United Kingdom, China, Hong Kong and Taiwan, centered on a contest to win a 24-carat-plated HTC One smartphone worth $2,500.</p>
<p>
Working with <a href="http://aerva.com/" target="_blank">Aerva</a>, a company that offers out-of-home (OOH) digital marketing, the electronics firm drove engagement through a combination of paid ads on Facebook, Twitter, <a href="http://en.wikipedia.org/wiki/Sina_Weibo" target="_blank">Weibo</a> (China&#39;s version of Twitter) and <a href="http://www.adweek.com/news/technology/one-direction-unveils-best-kik-campaign-ever-154164" target="_blank">WeChat</a> (called <a href="http://en.wikipedia.org/wiki/WeChat" target="_blank">Weixin</a> in The People&#39;s Republic, it&#39;s an<a href="http://www.nytimes.com/2014/01/21/technology/a-chinese-social-network-blazes-its-own-path.html" target="_blank"> immensely popular</a> mobile app there).</p>
<p>
Throughout a campaign loosely dubbed &quot;Beautiful,&quot; a moderator chose the most-alluring submitted photos, which were displayed on a Times Square billboard and posted to <a href="http://www.htc.com" target="_blank">HTC.com</a>. Digital keepsakes were sent to the submitter, who was then encouraged to share the image on his or her social media channels. Offline, the effort was designed to capitalize on New York City foot traffic during the holiday season and <a href="http://www.adweek.com/news/advertising-branding/marketers-are-pushing-hard-be-seen-year-s-super-bowl-155214" target="_blank">Super Bowl festivities</a>.</p>
<p>
There were also <a href="http://en.wikipedia.org/wiki/Earned_media" target="_blank">earned-media</a> plays via HTC&#39;s social accounts, as well as static OOH placements and street teams in Times Square to drive the submissions figure.</p>
<p>
Per Aerva, 40 percent of the 54,000 submissions came from Asia.&nbsp;</p>
<p>
In the end, while it&#39;s hard for most folks to estimate what kind of participation such an unusual initiative should produce, HTC brass seems pretty happy with how its appeal turned out.&nbsp;</p>
<p>
&quot;This campaign gave us a very unique and visible way to engage consumers directly,&quot; said Ben Ho, HTC cmo, &quot;while highlighting what we believe is the most beautiful smartphone on the market today.&quot;</p>
Advertising & BrandingAervadigital OOHdigital out of homehtcJapanMobilemultichannel marketingomnichannel marketingOOHOut of HomeTimes SquareTue, 11 Feb 2014 16:45:27 +0000155646 at http://www.adweek.com